Adidas Digital, Case study Nmd_live [image] by Friends Moscow

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Nmd_live [image]

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Industry Sportswear, Athletic Footwear & Accessories
Media Digital, Interactive & Mobile, Case study
Market Russia
Agency Friends Moscow
Creative Director Alexander Zavatskiy
Art Director Nikita Shipov
Senior Art Director Michael Grigorovich
Production Bakehouse
Released August 2016

Awards

ADCR Awards 2017
Promotions & New Media Live Stunts Gold
Promotions & New Media Promotions Gold
Promotions & New Media Ambient Media Silver
Integration & Innovation Best Use Of Technology Silver
Integration & Innovation Content Ideas Bronze
Interactive & Mobile Online Advertising Bronze

Credits & Description

Original Title: Nmd_live
Client: Adidas Originals
Agency: Friends Moscow
Creative Director: Alexander Zavatskiy
Senior Art Director: Michael Grigorovich
Art Director: Nikita Shipov
Digital Producer: Petr Fomichev
Producer: Katya Kovaleva
Account Director: Julia Pushina

Adidas Originals
Kirill Bondarenko Senior Brand Communications Manager Adidas Original
Ekaterina Kharitonova Brand Communications Manager Adidas Original
Adidas Newsroom
Alexander Kalinin Social Strategy And Community Manager Adidas Newsroom
Bulat Lambaev Digital Analyst Adidas Newsroom

Bakehouse (video Production)
Konstantin Korobkin Dop
Alya Lugovaya Producer
Live Broadcast Support:
Alya Lugovaya / Konstantin Korobkin Producers
Larisa Molokanova Associate Producer
Konstantin Muximov Location Scout

Planetpics (live Broadcast Execution)
Anton Zhdanov Ceo
Anton Oleynik Head Of Live Broadcasts And Video Production Department
Sergey Mamichev Live Broadcasts And Video Production Department Producer
Evgeny Terentiev Broadcast Director
Anton Kochelaev Broadcast Director
Alexander Avdeev Engineer
Alexander Talyzin Cameraman
Alexey Ilyin Cameraman
Sergey Andreev Cameraman

Ketchum Maslov (pr)
Natalia Belyaeva Account Director
Alexandra Baranova Account Manager
Alina Tsivileva Senior Account Executive
Maria Klochihina Account Executive
Synopsis:
The brief was to create a hype around new collection of NMD sneakers and popularise its unique silhouette among target audience before the release of the collection.The idea was to hide a pair of new adidas Originals NMD somewhere in Moscow city and stream it live on one condition: these sneakers are yours if you can find them. So, if you were lucky enough to recognise the place where the sneakers were standing and you was the first to come there – you got the sneakers for free even before its release.The strategy was to make people look at new collection of adidas Originals NMD sneakers via engaging them into simple promo mechanic. Actually we didn’t make them look at the product, we made them watch the product.Execution:To create a hype around new collection of NMD sneakers and popularize its unique silhouette among target audience We hid a pair of adidas Originals NMD sneakers somewhere in Moscow and streamed it live on adidas Originals pages in social networks. In shot there were: a pair of sneakers, the place where they were standing and the following text "these NMD are yours if you can find them". As soon as one pair was found the next pair in the next spot appeared in a livestream. There were 82 pairs in 82 places and 82 winners who got free sneakers. Pair after pair. Place after place. The livestream was going non-stop for 10 days and ended at 00:00 on August, 17 – the date of the release of the new collection of adidas Originals NMD sneakers.